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THE	DESIGN	PROCESS
WHAT	DESIGN	IS	NOT	!!!
DESIGN	IS	NOT	:	AESTHETIC
DESIGN	IS	NOT	:	AESTHETIC
DESIGN	IS	NOT	:	A	PRODUCT
DESIGN	IS	NOT	:	AESTHETIC
DESIGN	IS	NOT	:	A	PRODUCT
DESIGN	IS	NOT	:	AN	EXPERIENCE
DESIGN	IS	A	PROCESS
DESIGN	IS	A	PROCESS
What	process	do	we	use	?
DESIGN	THINKING
DESIGN	THINKING
What	is	this	??
Design	thinking	is	generally	defined	as	an	analytic	
and	creative	process that	engages	a	person	or	
group	in	opportunities	to	experiment,	create	and	
prototype,	gather	feedback,	and	redesign.
Your	first	concept	is	very	rarely	the	solution
DESIGN	PROCESS(ES)	STAGES
DESIGN	PROCESS
1.	Analysis	- 2.	Design	– 3.	Develop	– 4.	Implement	– 5.	Evaluate			
1.	Research	– 2.	Concept	Generation	– 3.	Concept	Development	–
4.	Final	Design
1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test
DESIGN	PROCESS
1.	Analysis	- 2.	Design	– 3.	Develop	– 4.	Implement	– 5.	Evaluate			
1.	Research	– 2.	Concept	Generation	– 3.	Concept	Development	–
4.	Final	Design
1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test	
Research	
Stages
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test	
Concept
Stages Stages
Research
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test	
Concept
Stages Stages
Research	
Compare	and	
contrast
Internet	
Search
Questionnaires
Interviews
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test	
Concept
Stages Stages
Research	
Compare	and	
contrast
Internet	
Search
Questionnaires
Interviews
Brainstorming
Sketching
Mockup
The	stages	of	design	thinking/design	process	are	not	rigid	in	their	throughout	
the	design	process.	With	every	design	project	the	process	is	fluid	and	can	go	
back	and	forward	many	times.	Redefining	of	the	problem,	redesigning	the	
solution(s)	throughout	the	process	will	happen	numerous	times.
DESIGN	THINKING 1.	Empathize	– 2.	Define	– 3.	Ideate	– 4.	Prototype	– 5.	Test
STAGES
1.	Empathize	
Understand	the	experience,	situation	and	emotion	of	the	
person	or	situation	you	are	designing	for	(users	+	client)
• Observe	users	and	their	behaviour in	the	context	of	their	lives.
• Engage	with	people	in	conversations	and	interviews.	Ask	why.
• What	do	the	users	say,	think,	do	and	feel?	
• Document	all	this.
2.	Define
Process	and	synthesise the	findings	in	order	to	form	a	
point	of	view	that	you	will	address.
• User:	develop	an	understanding	of	the	type	of	person	you	are	designing	for.	Who,	
what,	where,	how?
• Needs:	synthesize	and	select	a	limited	set	of	needs	that	you	think	are	important.	What	
does	the	user	want?	How	could	they	be	addressed?
Notes:	Research
Investigate	the	subject	matter	and	the	target	audience	of	the	brief,	
accumulate	relevant	information	that	will	be	used	to	inform	design	
decisions.	Determine	and	dissect	the	attitudes	and	behavioursof	
the	target	audience.	
Research	into	the	target	group	also	helps	determine	what	effectively	
communicates	with	this	group	and	what	alienates	them.
Notes:	Methods	of	Research
• Compare	and	contrast:	Use	simpler	of	competitor	products	on	the	market,	what	are	
their	strengths,	weaknesses.
• Questionnaires:	users,	determine	what	information	you	need	before	construction	your	
questionnaire.	
• Web	Search:	current	trends,
Only	with	contact,	observation	and	
empathy	with	the	target	market	can	you	
hope	to	design	solutions	that	fit	their	
expectations
3.	Ideate
Focus	on	idea	generation.	Translate	problems	into	
solutions.	Explore	a	wide	variety	and	large	quantity	of	
ideas	to	go	beyond	the	obvious	solutions	to	a	problem.
• Brainstorm	idea	generation:	collaborate	your	research	and	ideas	and	categories	into	
sections.
• Sketch	concepts:	sketch	in	thumbnails	and	sketch	a	lot.	The	idea	Is	more	important	
than	The	detail.
• Don’t	discard	ideas.
• Rate	the	validity	of	each	ideation	after.
• Refer	back	to	the	research.
Notes:	Concept	
The	concept	generation	or	the	ideate	stage	is	the	part	of	the	design	process	where	
creativity	is	most	free.	At	this	stage	we	seek	to	generate	Concepts	that	will	be	worked	
up	and	resolved	in	further	stages	of	the	process
4.	Prototype
Build	to	think.	A	simple,	cheap	and	fast	way	to	shape	
ideas	so	you	can	experience	and	interact	with	them.
• Start	building:	Create	an	artefact	in	low	resolution.	This	can	be	a	physical	object	or	a	
digital	clickable	sketch.	Do	it	quick	and	dirty.	mock-up	one	or	two	of	your	designs	
from	the	ideation	stage	to	examine	their	merits	in	more	detail.
• Storyboard:	create	a	scenario	you	can	role	play	in	a	physical	environment	and	let	
people	experience	your	solution
Notes:	Concept	development
• Typography:	Font	/	size	/	spacing	- match	font	choice	to	
your	product,	service,	users	and	market	
• Colour selection:	colour meanings	,	use	pantone	books.
• Image	selection:	different	images	have	different
meanings	in	different	cultures.	Image	quality,	composition.	
• Redefine	layout:	use	‘Principle	of	design’	to	determine	final	
layout
5.	Test	
Ask	for	feedback	on	your	prototypes.	Learn	
about	your	user,	reframe	your	view	and	
refine	your	prototype.
Show:	let	people	use	your	prototype.	Give	it	in	their	hands	and	let	them	
use	it.	Listen	to	what	they	say.	(React	and	redesign)
Create	experiences:	let	people	talk	about	how	they	experience	it	and	
how	they	feel	and	how	it	makes	them	feel.	(React	and	redesign)
Final	Design
Pre-flight	production:	last	check	to	see	that	your	files	are	all	print	ready	if	
specified,	you	have	meet	all	the	requirements	of	the	brief	assigned.
Last	Modifications:	you	have	refined	the	professional	production	quality	
of	your	final	design.	Your	work	is	communicated	and	presented	clear	and	
professionally.
Evaluate:
Self	Evaluate	your	at	every	stage:	understand	why	and	when	you	made	
critical	design	decisions.	
Feedback:	on	completion	of	the	project	you	will	receive	feedback	on	your	
ability's	to	interpret	a	brief	to	final	design.	Both	positive	and	negative	
feedback	should	be	used	to	develop	your	design	skills.
Evaluate: final	production,	interpretation	of	the	brief,	relevance	of	
imagery	to	the	subject,	choice	of	colour and	typography.
RECAP
FINAL	DESIGN	10%
DESIGN	PROCESS	90%

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Design Process